Mobile Advertising Best Practices – Learn, Apply, ROI
A Familiar Scenario
We’ve all been there. You’re running late to work and just need to know the closest, fastest place to grab coffee before you punch in. With so little time at your disposal, it’s unlikely that you’ll reach for your desktop or laptop computer, wait for it to boot up, and search for your java that way. It’s far more likely that you’ll reach into your pocket or purse and do so with one of the many mobile devices that are increasingly taking over our lives.
As an advertiser, you need to be there, with a solution to a user’s problem the moment they have it. That means that if you run a coffee shop and want to catch the attention of the user in our scenario above, you need to advertise on mobile!
Advertising on mobile devices utilizes a lot of the same principles as ads you’ll make on desktop computers. That being said, mobile also has its own set of rules you’ll want to abide by to truly be successful with your ads on it. Today on the blog: mobile advertising best practices for creating and running mobile ads in AdWords.
Let’s dive in.
Connect with Mobile Users
The first step to success on mobile is to reach out to mobile users. Once you’ve done this, you can begin to cater to their preferences. For starters, create ad text that appeals to users across all devices. Google recommends doing this because a compelling call to action on one device tends to be similarly compelling elsewhere.
Next, use IF functions or ad customizers to speak directly to mobile users. Through the use of these unique fillers, you can highlight offers and calls to action that speak specifically to mobile users. Examples of this can include “buy from your phone” or “easy mobile booking.” These will make your ads more attractive to someone seeing it from the palm of their hand.
You’ll also want to enhance your mobile ads with ad extensions. We’ve recently covered sitelink extensions, callout extensions and structured snippets here on the blog. The important thing to know is that extensions are great. They provide additional info and ways for users to interact with your ads. If you’d like more information about what exactly ad extensions are, check out this great article from Google: https://support.google.com/adwords/answer/2375499.
A great tip for those who wish to use call extensions, if possible try and provide a phone number with a local area code. Doing so has shown to increase relevance to the user as well as user trust of your business.
Finally, strive to deliver a seamless experience through remarketing and customer match. Because users often switch from one device to another before completing the sales process, you’ll need to follow along with them in order to get your conversion. If they look at your site on their phone during a lunch break at work, make sure to catch them again later that night when they’re enjoying some content on their desktop at home.
Deliver Great Mobile App and Site Experiences
Everyone hates inefficiency. At the end of the day, we like things to be done quickly and well. Because of this, mobile users have come to expect a speedy, enjoyable experience from sites they visit. If your mobile site is at all clunky or difficult to navigate, it will cost you.
One way to ensure that your mobile site is solid is using a custom, mobile URL. By creating separate landing pages for desktop and mobile users, you generate a customized, inherently helpful site experience. The best part? This will be true regardless of which device a user uses to visit your site first.
Next, align mobile landing pages with a customer’s position in the purchasing process. If certain keywords or phrases tend to help, rather than finish, mobile conversions, your landing pages should take that knowledge into account. Never rush a customer by trying to make them reach a conclusion before they are ready.
Make phone numbers clickable on mobile sites. Once again, a point can be made here about efficiency. If a user is looking for something on their phones, it is much more convenient if a call to the corresponding business is only one click away. Calls are also an important means of cross channel interaction and are three times more likely to convert than clicks. On a side note, Google has recently created a bid adjustment to help drive calls. If you would like to know more about that, check out this article: https://adwords.googleblog.com/2017/07/ramp-up-your-calls-with-call-bid.html.
Back to the topic at hand. Create a Universal App Campaign to drive app downloads and in-app actions. By doing so, you can utilize Google’s impressive machine learning apparatus to deliver a customized experience based on a user’s context.
Measure the Full Value of Mobile
The last major step to achieving success with mobile in AdWords is to make sure you’re measuring your results properly and accurately. To do this, make sure you account for both the online and offline value of mobile conversions. “Why?”, you may be asking. Simple. Even if a user fails to convert online, they could be inspired by your mobile ads to later convert in an offline manner. Our coffee seeker from before might see an ad for your coffeeshop, not call to place an order over the phone, but still stop in on their way to work. You still generated value from your mobile ad!
Next, track important mobile interactions. By keeping up to date on all of the ways in which users are interacting with your ads and mobile site, you can update your strategy accordingly. One of the most important parts of success in AdWords comes from keeping tabs on your campaign’s’ progress after launch. Run experiments by tweaking various elements of your mobile ads. Look into new ways to innovate. Above all, stay up to date!
Apply Mobile Advertising Best Practices for ROI
Learning and applying mobile advertising best practices is critical for mobile advertiser success. By reaching out to users where they are, and forming personalized connections with them, marketers are far more likely to see enhanced ROI from their advertising dollars and drive sales higher. By following the best practices laid out today, you’ll be on the path to mobile success.